Barbara J. Ford 傅尔德Mortenson Center for International Library Programs 摩

藤森中心2010

Characteristics of U.S. Public Libraries

美国公共图书馆的特点 Libraries enrich lives

图书馆丰富人生

Libraries welcome everyone

图书馆欢迎每个人

Libraries offer open and easy access

图书馆提供开放和便利的资讯访问

Characteristics of U.S. Public Libraries

美国公共图书馆的特点 Libraries belong to the local community

图书馆属于当地社区

Libraries have challenges

图书馆面临挑战

Public Relations Plan 公共关系计划

What do you want to tell people?

你要传达什么讯息 ?

Who do you want to tell?

你的传达对向是 ?

Public Relations Plan 公共关系计划 When do you want to communicate your message?

何时要传达你的讯息 ? Why do you want to tell people?

Do you want them to do anything?

为什么要传达给别人？ 你指望他们做什么 ? How will you carry out the plan?

如何实践你的计划 ?

What you want to tell about the library?

您想介绍图书馆的什么特点 ? Education mission including homework assistance,

technology training, life-long learning

教育宗旨 ( 作业辅导，技术培训，终身学习 )

Information for business, local government, consumers 商业 , 当地政府和消费者信息

Entertainment including movies, gaming, storytelling 娱乐 ( 电影，游戏和讲故事 )

Public Library Messages公共图书馆的信息Clear consistent message 明确一致的信息

We enable success 我们助人成功

We’re up when you are: 24 hours a day

全天候服务

Read, Learn, Discover 阅读 , 学习 , 探索

Kids who read succeed 阅读的小孩会成功

Getting the Message Out传达你的信息 Budget 财政预算 Creditability 诚信 Visuals 视觉 Media 媒体 Community Partners 社区合作伙伴

Targeting your Audience 針对您的听众

Who do you want to tell?

您想要传达讯息给谁 ?

How much time do you have to communicate?

你们有多少时间可以沟通

Do you need action?

您是否需要采取行动？

Communication Skills 沟通技巧 Speaking style open and honest

说话坦诚

Engaging, conversational, enthusiastic

参与，对话，热心

Simple and memorable message

简单而难忘的讯息

Communication Skills 沟通技巧 Easy to understand with no jargon

容易理解，不用专业术语

Targeted for audience 針对您的听众

Tell stories 引用故事

Communication Plan Outline 沟通计划大纲

Communication Goals (Big Picture) 沟通目的 Objectives (Doable Measurable Outcomes) 目标 Positioning Statement 立场声明 Key Message 主要信息 Key Audience 主要听众

Communication Strategies, Tactics, Tools

沟通策略， 技巧 , 工具 Channels for communication 沟通渠道

Media publicity 媒体宣传Promotional materials including bookmarks, displays,

direct mail, etc. 宣传材料 ( 书签， 展览， 直接邮件等等 )

Website, email, social networks 网站，电子邮件，社交网络Collect stories on your website 在网站上征求故事Use blogs to convey your philosophy and perspective

使用博客传达您的哲学与观点

Advocacy 提倡 Partnerships 合作关系

Government agencies 政府机构Community leaders and organizations 社区领袖和组织Schools 学校Civic Groups 民间团体Friends of the library, library foundation 图书馆之友 , 基金会

Outreach 推广Presentations 演讲Parades 游行

Activities 活动 Library Legislative Day 图书馆立法日 Fund raising 筹款 Workshops/ Training 工作坊 /培训 Concerts, movies 音乐会，电影 Book clubs and festivals 读书会和节庆

Network with other libraries and associations 与其他图书馆和协会联盟

National and international activities

国家和国际活动

International Federation of Library Association Success Stories Database

国际联盟图书馆协会的成功案例数据库

Word of Mouth Marketing 口头行销 Encourage staff to deliver message 鼓励员工提供讯息

Ask people to tell their friends 要求别人告诉他们的朋友

Collect testimonials 收集的个人见证 Reach out to community leaders to help deliver message

接触社区领袖，要求协助传递讯息 Use conversation starters such as T-shirts, buttons, etc.

谈论话题 , 如恤衫，按钮等等 Find creative ways to deliver messages 创造性地传递讯息 Be enthusiastic 热心

Creating Supportive Environment 建立一个支持的环境

Value your staff 重视你的员工Communicate what is happening – newsletter

传达最新的消息 - 时事通讯Provide support – training and tools 提供支持 - 培训和工具Trust and empower 信任和授权Model behavior – listen and respond to questions and suggestions

行为榜样 - 聆听 ,回答问题和建议Reward and encourage – staff recognition

奖励和鼓励 - 对工作人员作出认同Celebrate success! 庆祝成功！

Barbara J. Ford　傅尔德• President, American Library Association, 1997-

1998 美国图书馆协会 1997-1998 主席• IFLA Governing Board, 2005-2009 国际图联理事会

2005-2009• Director and Distinguished Professor, Mortenson

Center for International Library Programs, University of Illinois 摩藤森国际图书馆计划中心主任，荣誉教授

• bjford@illinois.edu